The apparel industry is one of the major contributors to environmental pollution, necessitating a shift toward sustainable consumption practices. This study investigates consumer attitudes and behavioural intentions towards sustainable apparel among Indian youth. The research was conducted across multiple States in India using a stratified random sampling technique, with a sample size of 52 respondents aged between 19 and 28 years. Data was collected through an online questionnaire and analyzed using statistical tools like frequency, percentage and correlation. The findings revealed that although a majority of respondents were familiar with sustainable apparel; this awareness did not significantly translated into purchasing behaviour. Factors such as cost, income level, peer influence and personal preferences like quality and style played a more dominant role in decision-making. It was also found that income did not have any impact on sustainable buying behaviour whereas prior knowledge affected purchasing behaviour positively. The study concludes that while environmental concern exists, economic and social factors limit the adoption of sustainable apparel, highlighting the need for increased awareness and affordability.